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[Page 312]Feedback is information about something said or done by a source that is returned to the source or originator. Within communication contexts, feedback is reaction to a sender and its messages—it is the receivers’ views of the sender and the sender’s messages or actions. In the practice of managing corporate reputations, feedback includes information specifically about a message’s value, importance, and effect on an organization and its stakeholders and audiences. Feedback also has a significant effect on corporate image, identity, and reputation. Feedback has great utility in organizations as they attend to their reputations, which encompass past and present behaviors and performance. This entry summarizes the salient components of feedback by addressing its systems orientation, types, collection, and application.